Study Of Agticultural Products Online Retailing Model And Development Strategy

Electronic commerce brought new changes-online retailing of agricultural products-tothe agricultural products retailing market, but no model and strategy have been talked about tothis industry. On the basement of survey, this paper classifies agricultural products onlineretailing model and development strategy. On the first hand, this research can enrichagricultural products field, on the hand it’s helpful to agricultural products research, peasants’income increase and simplify market operating.There’re352websites, both individual and enterprise exist, mainly in the economicallydeveloped areas. The problems encountered by the retailers in the operation period are:variety needs of customers, high operation costs, logistic pressure and small market scale.Deeper reasons are agricultural products standardization, supply chain management and retailorganization scale. From the angel of the extent of supply chain integration and retailingorganization in corporatization, there are four models. Before we talk about industry strategy,this paper uses Porter’s five forces to analyze the current state. Under this state, SWOT modelis used to analyze development strategy. To verify all the theories, uses “Caiguanjia” as a case,and draws out the sale procedure and purchase storage procedure.“Caiguanjia” has goodperformance, but also faces the problem of consumer habits difficult to change, theparticularity risk of agricultural products, high costs and profit margins decline and so on.This paper gets the following conclusions: this industry is on the start period and fourmodels are “peasants+enterprise”, peasants household direct sale,“wholesale market+individuals” and “wholesale market+enterprise”. Industry profit level is medium butcompetition is more intense. The “peasants+enterprise” should takes SO-growth-basedstrategy due to its internal strengths and external opportunities; ST-a variety of businessstrategy is suitable for peasants household direct sale model; WO-reverse type of strategy issuitable for both “wholesale market+individuals” and “wholesale market+enterprise”. It’sthe “peasants+enterprise” that is more powerful in market control, has higher market share,and can help to increase peasants’ income, so should encourage development of this model.Due to the particularity of the industry development, enterprise or organization needs tointensify propaganda, develop product standards and develop the remaining business to avoid the risk of the industry. Supply chain management is the key factor in determining victory ordefeat during developing period.